Your brand consists of a complex set of characteristics and dynamicsthat play out in thousands of scenarios each workday.You can use your brand to positively influence your image to othersand enhance your career using these five Ps:Persona – The emotional connection and reaction you elicit fromother people as a result of your personal style.Product – The sum of your qualifications, experience, technicaland/or functional expertise, ideas and results you’ve deliveredover time.Packaging – The presentation of your personal appearance, surroundingsand tangible results of projects and assignments on thejob.Promotion – The way you inform your market about your valueand impact.Permission – The sense of legitimacy, confidence and core beliefthat you have important contributions to make.

Reaching the members of your audience through a content-cluttered landscape — and their ad blockers — will be harder than ever in 2018. Fortunately, there are new technologies and techniques that can help.

Marketing moves fast, and working in this industry means you’ve got to get comfortable with change. At the drop of a hat, new marketing tools can change how we create and distribute our messaging, emerging technologies change how we track ROI, and trends can impact our decision-making processes.

Earlier this year, I made my own predictions for some of the biggest social media trends and content marketing trends brands should prepare for in 2018. To help us all get a more thorough understanding of what the future holds for content marketing, my team and I reached out to 11 marketing leaders for their predictions about the biggest trends in content in 2018:

1. Audience experience will become more important than ever.

“As we move toward 2018, now is the time to look at where your content lives, your site structure, your reader journey, etc. When someone arrives at your site or content hub, do they need to search to find what they’re looking for? If they do find it (and hopefully consume it), where do you want them to go next? Is it easy for them to get there? Is it a good experience for them? Building an audience in 2018 is about more than just telling a better story than you did in 2017. Make sure the actual experience of reading or watching it is better, too.” — Andrew Grinch, content director at Woodruff

2. High-quality content clusters are the future of search.

“Your content should be all about quality, not quantity. Recent changes to search engine algorithms still value fresh site content, but that doesn’t mean you should just churn out blog article after blog article — your time is better spent creating more targeted content in more pleasing, easier-to-digest formats. And as search engines continue to display content based on a searcher’s intent rather than a string of keywords, creating content clusters centered around targeted topics is going to be the best way to spend your time.” — Doug Fowler, president at Waypost Marketing

3. Content strategies will expand.

“As consumer trust in brand-controlled messaging continues to deteriorate, it matters less what a brand says about itself and more that those claims are mirrored by what people are saying about it online. 2018 will see a pronounced expansion of the scope of a brand’s content strategy, extending beyond brand-owned properties to include the facilitation of favorable content published on third-party websites. The most impactful content will be authored by authentic, influential voices in relevant communities where customers are looking for unbiased opinions and recommendations at critical points in the customer journey.” — Angela Brooks, VP of brand strategy at Terakeet

4. Channel experimentation will be critical to reaching your audience.

“Reuse has always been a key part of content marketing, given how long good content takes to produce. However, the mediums have changed. Converting your whitepaper into a blog post and slide show has given way to podcasts and video stories on Instagram. Don’t be afraid to try these new channels to see what works for your content. Maybe your mailing list is still the secret weapon, but you won’t know unless you keep testing these new opportunities.” — Ash Rust, managing partner at Sterling Road

5. Brands will need to think like media companies.

“2018 will be the battle for time. The opportunity to secure uninterrupted and focused time with consumers will still exist, but it’s going to be more challenging than ever to act upon. In order to capture hearts, minds, and — ultimately — wallets, the smartest brands will realize that they must stop thinking like advertisers and start thinking like media companies, giving core audiences value beyond just the products and services they provide.” — Jesse Greenberg, chief strategy officer at Ackerman McQueen

6. Dynamic content will continue rising.

“There’s a growing prevalence of live and dynamic content, as opposed to static content, in social media, like an Instagram story or live story versus a static post. A growing number of brands are using this to tell a more authentic story via social media and connect with a base of Millennial consumers on a more personal level to create trust and offer a kind of ‘behind the scenes’ look, if you will.” — Sebastian Bryers, CTO at Ora Organic, a client of ours

7. Highly relevant stories will be crucial for driving action.

“With the ever-increasing clutter and noise online, it will be crucial for brands to focus on reaching their desired audience with thought-provoking material that elicits a clear action at each step. I would encourage brands to build a foundation of content based on flagship stories they are telling. Focus on diving deep into key customer trends, needs, and solutions, and build a portfolio of highly relevant stories for your markets. High-impact value and continuity will be key to upholding a consistent message in the content avalanche facing your audience.” — Raj Kumar Munusamy, VP, content and messaging, global marketing at Schneider Electric

8. There will be a greater focus on building an audience.

“In 2017, much of our focus as marketing professionals had been on native advertising, which remains an important factor in a content marketing strategy. Moving into 2018, however, there will be a greater focus on building a loyal audience that will give those trusted content brands multiple options to monetize that content.” — Alexandra Miscevich, director of marketing at Citadel Servicing Corporation

“Besides blocking ads, ad-block extensions block all tracking scripts running on any site, including Google Analytics, Facebook, etc. In 2018, ad-block use is predicted to double. Look at your server-side analytics from whoever you are hosting with, and compare those traffic numbers to your Google Analytics traffic numbers. Install a service such as GoAccess.io, which can pull more accurate traffic and data numbers from your server and help you improve your marketing decision-making.”– Dmitry Dragilev, founder of Criminally Prolific

10. Video will be nonnegotiable.

“Video is here to stay, and you won’t be able to compete without it. Facebook and other ad platforms are showing preferences on organic and paid placements because the engagement rates are higher with video content. Hire a video agency, tell your story, and let consumers fall in love with your brand.” — Brian Rauschenbach, head of industry at Add3, a partner of ours

“As consumers continue to be more forensic in their efforts to discern the best products for them, readily available and easily digestible content will continue to be an important part of the marketing mix. For marketers, this means more short-form content and better search and mobile strategies. Millennial and Gen Z consumers expect to find what they want, when they want with just a few touches on their mobile phone — their life’s command and control center.” — Brad Harrison, VP of marketing at ECOS

What do you think about these predictions? Are there any other trends you’re planning for that I didn’t include? Let me know your recommendations in the comments.

The opinions expressed here by Inc.com columnists are their own, not those of Inc.com.

From the Dec. 10, 2017 issue of the Courier-Post comes this important advice from thejobnetwork.com:

BY PETER JONES

THEJOBNETWORK

The job market is hard enough to navigate without having to worry about a job posting that turns out to be a scam — or even just a dead end. Save your precious time and energy by being on the lookout for these simple signs that something just

isn’t right:

1. The company has no online presence.

You do your due diligence and try to verify the person, the company and the job listing and nothing is turning up in your online search. You can stop right there and step away. Legit jobs always have some sort of online trail.

2. The recruiter’s email doesn’t match their company.

You get an email from a recruiter who claims to represent a fabulous and well-known company. The company logo might even be at the bottom of the email. Look closely — does the email they want you to send materials to not end in the official company name (theircompany.com)? If the email associated with the posting or the invitation is a personal one (think Hotmail, Gmail, Yahoo, etc.), you might want to take a pass. And don’t respond and attach any personal documents unless you’re sure you’re dealing with the real deal.

3. You found it via a random social media post.

While it is possible to land a great job you found through social media, chances are if it’s just posted there — or sponsored or advertised — it’s probably not as sweet a deal as it seems.

Remember that the overwhelming majority of jobs are referral based, come through legitimate channels or are posted on vetted job boards. Resist the idea that you can just surf Facebook and get hired.

4. They claim “No experience necessary.”

Sure, maybe the job they’re offering is entry level. Maybe they offer training. But if the posting leads with “No Experience Necessary,” you can be almost certain there’s a catch you won’t like. Most employers want you to come equipped with some skills.

5. The language is sloppy.

If the ad isn’t well written, contains spelling or grammatical errors, is sloppily punctuated or IN ALL CAPS, consider it a red flag. A real job posting will be professional and polished.

6. They ask for an interview via chat or text.

You should be wary if your first interview is scheduled on some type of text messaging service. While remote interviews are becoming increasingly common, that means phone calls andSkype, not a typed conversation in a chat window.

7. Anything about it is too good to be true.

You’re hired immediately! The salary is crazy high! They contacted you out of the blue! When can you start? (Hint: If a job seems too good to be true, it probably is too good to be true.) 8. Everything about it is vague.

If you can’t tell from the posting exactly what your role would be at the company, that’s a problem. A bigger problem is when you can’t really tell what the company does and get a sense of its mission or history. If all of this is very vague, leave this one in the “no” pile.

9. They want money.

If you’re asked to pay anything — such as a fee to apply or for a software program to send in your application materials — consider the job a scam. A general rule of thumb: Never give your money away to total strangers.

10. Your gut says no.

The bottom line: Keep an eye out for these and other warning signs, but your best alarm system is your own gut instinct. Does something seem off to you? If so, let it go. There are other jobs out there.

Peter Jones is a career advice journalist for TheJobNetwork.com, where this article was originally published. He investigates and writes about current strategies, tips and trending topics related to all stages of one’s career.

From Larry’s More ABCs of Strategic Communication (check it out on the website)…

1. Don’t lie – Whether on a resume, application or personal website, make sure facts about you are accurate.

2. Be professional – For college or job applications, use a simple e-mail address with your name or initials that helps connect an e-mail to you.

3. Censor yourself, and friends (if need be) – If you know a college or potential employer might Google® you or search you out on MySpace®, make sure the content posted by yourself or others is appropriate.

From the Des Moines Register

There are nearly 300 Tips and Techniques in both The ABCs and the newer More ABCs Proceeds from the books’ sales go to the Public Relations Student Society of America and Parsons (Iowa) College Alumni Association.

Gender-Related Entries

singularthey: The AP Stylebook now allows writers to use they as a singular pronoun when rewriting the sentence as plural would be overly awkward or clumsy. Example: The Obama administration told public schools to grant bathroom access even if a student’s gender identity isn’t what’s in their record.

The style also allows writers to pair they with everyone in similar situations.

In stories about people who identify as neither male nor female or ask not to be referred to as he/she/him/her: Use the person’s name in place of a pronoun, or otherwise reword the sentence, whenever possible. If they/them/their use is essential, explain in the text that the person prefers a gender-neutral pronoun. Be sure that the phrasing does not imply more than one person.

his, her. AP style used to be to use he when gender is not known. This entry now refers to the entry on they, them, their.

homophobia, homophobic. Acceptable in broad references or in quotations to the concept of fear or hatred of gays, lesbians and bisexuals. In individual cases, be specific about observable actions; avoid descriptions or language that assumes motives. (The previous version of the Stylebook recommended against using these words.)

LGBT. LGBTQ. Acceptable in all references for lesbian, gay, bisexual and transgender, or lesbian, gay, bisexual, transgender and questioning and/or queer. In quotations and the formal names of organizations and events, other forms such as LGBTQIA and other variations are also acceptable with the other letters explained.

Other Entries

autonomous vehicles. Do not use the term driverless unless there is no person on board who can take control in an emergency. They may be called self-driving cars. Describes cars or truck that can monitor the road and drive for an entire trip without intervention from a human. For vehicles that can do some but not all of the driving, such as some Tesla models, use the terms semi-autonomous or or partially self-driving.

baby bump.Avoid.

Columbus Day. Added Indigenous Peoples Day reference, plus a separate Indigenous Peoples Day entry: A holiday celebrating the original inhabitants of North America, observed instead of Columbus Day in some U.S. localities. Usually held on the second Monday of October, coinciding with the federal Columbus Day holiday.

courtesy titles. In general, do not use courtesy titles except in direct quotations. When it is necessary to distinguish between two people who use the same last name, as in married couples or brothers and sisters, use the first and last name. The presenters gave the example that it would still be proper to refer to Mrs. Trump and Mrs. Obama if the courtesy title is needed for clarity.

cyberattack. One word. Often overused. A computer operation carried out over a device or network that causes physical damage or significant and wide-spread disruption. The presenters said they consulted with cybersecurity experts who felt strongly about the “physical damage or significant and wide-spread disruption” part.

Deferred Action for Child Arrivals program. Use the acronym DACA sparingly and only on second reference. Do not use DREAMers or dreamers to describe DACA recipients. These are separate programs and the DREAM Act never passed.

esports. As with frequent flyer, the AP consulted people in the esports industry before deciding the recommend spelling should be esports without a hyphen.

fact checks, fake news. Holding politicians and public figures accountable for their words often requires reporting or research to verify facts that affirm or disprove a statement, or that show a gray area. Fact-checking also is essential in debunking fabricated stories or parts of stories done as hoaxes, propaganda, jokes or for other reasons, often spread widely on the internet and mistaken as truth by some news consumers.

Fake news may be used in quotation marks or as shorthand for the modern phenomenon for deliberate falsehoods or fiction masked as news circulating on the internet.

However, do not label as fake news specific or individual news items that are disputed. If fake news is used in a quote, push for specifics about what is meant. Alternative wording includes false reports, erroneous reports, unverified reports,questionable reports, disputed reports and false reporting, depending on the context.

flyer, flier. AP changed the spelling from frequentflier to flyer after reviewing airline industry websites and determining this was the spelling most commonly used in the industry. The audience seemed happy about this change. Flyer is also the spelling for paper handouts, but flier is still proper for the phrase take a flier, meaning to take a big risk.

incident. A minor event. Don’t use this word to minimize major happenings. Anything that causes death, injury, notable damage and the like is not an incident.

Oxford Comma (aka serial comma).The new Stylebook emphasizes that clarity is the bottom line. Although the normal style is to avoid the serial comma, use one if it is needed for clarity. This is not a style change, but a clarification because the editors noted that some writers were confused.

reform. Not a synonym for change.

virtual reality, augmented reality. Because virtual reality is quite widespread now, the Stylebook allows VR on the second reference. Augmented reality is still uncommon, so continue to spell it out instead of shortening it to AR.

More. In some cases, the presenters noted that there will be new entries, but they didn’t share the entire entries. Expect to see new information on these topics when the new AP Stylebook is released: immigration (they will bring immigration-related entries that were scattered throughout the book together into one entry), cliches, television sets (based on input from the technology editor), and Uber and Lyft.

There’s a fantastic video on YouTube of babies vigorously talking to one another. It’s impossible to watch that video without cracking a smile. They’re trying so hard, but they just can’t quite seem to get their meaning across.

It’s a lot less funny when it’s two grown adults yelling at one another in the office. Or, even worse, a whole team failing to communicate in a healthy way and devolving into “Let’s see who can shout the loudest and interrupt the most often.”

If you have a particularly old school manager who refuses to write things down and expects you to take dictation, do just that. Write down what they say as soon as they say it so you can hold them accountable for things they didn’t say.

2. Know your personality types.

Another great way to communicate better both in one-on-one interactions as well as team meetings is to know the Myer’s Briggs personality types of each of your coworkers.

For example, I’m an INTJ (“The Architect”). The “I” in “INTJ” stands for “Introversion”, and if I’m to be totally honest, I prefer as few in-person meetings and phone calls as possible. My partner, on the other hand, is the exact opposite and we’ve had to compromise to figure out the right communication balance.

If you’re rolling your eyes right now, or if you believe that personality tests are inaccurate, science disagrees with you. While it is true that our personalities can change slightly through life via learned behaviors, big personality traits like introversion and extroversion are determined at birth, and are based on how you process dopamine.

In other words, don’t try to force someone to communicate the wayyou do. They could literally be hardwired differently.

3. Have an open-door policy.

We’ve all worked at corporations or cubicle farms where managers in corner offices always keep the door closed, and can be visited by appointment only. One of my managers was so ornery during work that she would snap at anyone who distracted her in a shared office space.

Guess what? A closed door is like the Black Death of team communication. Leaders set the tone and culture of their teams, so if a manager is inscrutable and impossible to pin down for a chat, the whole team clams up in turn. No one will have the confidence to speak to anyone, the office will become as quiet as a library, and morale will plummet (along with productivity).

Instead, keep your door open. Just do it. Even though it may lead to a few more distractions, few employees will abuse an open-door policy. And you’ll be amazed at the conversations you never had with people you thought you knew.

4. Do a daily stand-up meeting.

In what feels like another life, I interned at an indie game studio. And what stood out to me the most (aside from the awkward coders and the whimsical break room) was the daily morning scrum.Also called a stand-up meeting in non-tech circles, this type of daily meeting should never go over 10 minutes and is mostly for the sake of managers who will get a quick status update from everyone on their teams. It’s a fantastic way to make sure everyone is on the same page and also a sneaky way of project managing without having to rely on messy schedules and timesheets.

Another, less obvious benefit of the stand-up meeting is that it keeps everyone accountable. Instead of forcing someone to follow a static, complex schedule, you give each team member personal responsibility for finishing their work on time.

5. Encourage team members to blog.

Finally, you don’t have to be a content manager or marketer to find value in keeping a lively company blog. When only 28.9 percent of millennials are engaged at work (71 percent are not), being able to contribute on a regular basis to a part of the brand that’s very public, like a blog, is incredibly empowering.

As I mentioned earlier, not everyone’s a talker who can dominate an in-person meeting or conference call. You’d be surprised at what your coworkers will say and contribute when they’re given the freedom to write on company time.

You probably already know about Slack, Trello and Asana — but have you tried Smartsheet, Wunderlist or Zip Schedules? Since most of these apps have free trials (some are even permanently free for small teams), you should try out as many as you can. Find out what works best for you and your team.

And remember the old saying — people quit their bosses, not their jobs. Communication is what ultimately determines whether you retain talent or lose valuable team members to competitors. If that’s not worth investing time and effort into, you’re doing things wrong.

From The Detroit Free Press comes this story by Zlati Meyer on Aug. 29.

They wear helmets.

They’re told not to play with matches.

They’re warned not to talk to strangers.

But this is one crime it’s tough to protect them from.

Children are the newest victims of identity fraud — and sometimes, they don’t even know they’ve been exploited.

How to guard your children from identity thieves

Don’t give out their Social Security numbers. If you’re asked for it, find out if it is mandatory information. If it is, ask who has access to it and how the data, be it a paper form or an online database, is kept safe and, when no longer needed, destroyed.

Protect their dates of birth and mothers’ maiden names.

Have a talk with older children about the importance of keeping private information private. Instruct them to ask you for permission before sharing it with people who ask them for it.

Freeze their credit with the three credit reporting agencies: Experian, Equifax and Transunion.